Amazon's advertising has always been a problem that the seller is very concerned. It has also been adjusted continuously for the improvement of advertising. Recently, some changes have been made. Overall, advertising is still necessary for sellers, and It is also the most reliable way to improve sales at present. Good advertisements can save you a lot of costs and make you easier.

In the past few days, Amazon's background has canceled BID+, and the bidding strategy of new advertising activities and the display position adjustment bid. In order to grab the top advertising position, it can increase the bid by 10 times!

Which functions have been completely changed?

1. The product has a greater opportunity to form a connected traffic.

We all know that if the product is exposed to a certain sales, it is far from the keyword \"search traffic\". Therefore, some sellers will add other people's products with their own products to shopping carts through some black technology at the same time, and even the actual way of paying to cause related traffic. That is, \"Binding Sales\" is shown below:

For example, \"Frequently Bought Together\" or \u0026#8221; Customers Who See this also see \u0026#8221;. Through the multiple real purchases of buyers, A and B are associated to achieve the effect of bundling sales.

2. Changes in advertising positions

Amazon earlier announced a number of updates on Sponsored Brand AD (original title search advertisement HEADLINE Search AD) , Expand the bid function and the enhancement of the insight.

Behind these feature updates is Amazon's unobstructed advertising ambitions. Why do you say that? Orange believes that there are not many high bidding advertising spaces that Amazon opens. The seller can basically only open BID+in a voluntary manner, and get the keyword search result at the top position of the keyword search results in a voluntary way than a single default.

However, now Amazon divides the advertising position in 4 categories:

● Top Search \u0026#8211; keyword search results on the top 3 on the homepage

● REST of Search \u0026#8211; Keywords search results on the top three advertisements, including: the advertising position in the middle of the search result, the bottom of the search result;

● Product Pages \u0026#8211; product details page (listing page) or shopping cart page

● Headline ads can put 1-3 products+1 brand flagship store at a time

] In theory, for merchants who want to increase brand awareness and promote incremental sales through Amazon advertising business, product exposure and clicks will be greater than other advertisements.

3. Bidding (billing) method

Bidding -is a issue that many advertisers care about. If the bid is too high, you are worried about losing losses; the bid is too low, and you are afraid to miss the good opportunity. The biggest change in Amazon CPC is its billing mode.

1) The previous deduction mainly lies in the click on the keywords

Now the type of advertisement in which you put in charge will also be charged for category and specific Asin advertisements;

] 2) In the past, Amazon would allow sellers to open BID+in a voluntary manner, and win the keywords to search results at the most advanced position at the first page of the keywords at the price of 1 times higher than a single clicks.

Now, Amazon allows you to compete at this position at a price of 10 times higher than the default bid;

3) Similarly, Amazon is now as important as the advertisement of \"product details\". (That is: associated traffic), you can also use the price of 10 times higher than your default bid to compete for the product details page of the advertising position;

Maybe the bidding method is listened to It was scared because Amazon seemed to increase the advertising price by 10 times! However, Amazon has set 3 automatic optimization rules for advertising optimization (reducing ACOS, increasing conversion rate), namely:

● Dynamic bidding \u0026#8211; only reduced (automatic according to the conversion rate reduction advertising bidding bidding bidding bidding )

● Dynamic bidding \u0026#8211; improve and reduce (floating) (automatic adjustment of the advertising position and conversion rate up and down)

● Fixed bidding (according to the default bids you set up

A brief analysis of this orange:

① The bidding strategy of advertising activities: If the original advertising bidding is $ 1, if the advertising performance is good, Amazon can help you withdraw the price forward. The maximum of 100%of the display level is 2 US dollars, so the bidding of good advertisements will float between $ 1-2. If the performance is not good, the opposite is the opposite. In short, your advertising bid will float between 0 and 2.

② Use the display position to adjust the bid: The role of this should be to grab the homepage and the product page display. If you set up 50%of the price increase on the home page, then if the value of the price increases, you can directly grab the homepage, and you can directly grab the homepage. Amazon will not change your price.

If it is not enough to combine the above functions, Amazon can help you withdraw the price at most 100%to grab the homepage, 1*1.5*2 \u003d 3 US dollars, you can grab the money, you will spend it, you will not pay if you ca n’t grab it. BID+is almost the same, you can increase the bid by 900%at most.

Amazon specially set this display position. For sellers, if you do not want to grab the homepage, use the first dynamic bidding strategy to increase the display position of good advertisements to increase exposure and sales; Essence (It is inevitable that it is a big wave of money again)

How does the new advertising function affect the seller

Why does Amazon this year on advertising this year this year, What about big adjustments? Orange feels mainly for the following three reasons:

1. Amazon advertisement no longer just values \u200b\u200bsearch traffic, and the connection traffic is equally important; (Great, we can finally sell it in a bright and bright.) [123 ]

2. The competition for keyword advertising in Amazon Station has become increasingly fierce, and high -quality advertising positions have become scarce resources. Jane: Amazon also wants to make money.

3. The continuous rise in Amazon's seeing advertising fee will lead to the increase in the cost of sellers and lose a lot of high -quality sellers. Help sellers reduce advertising costs and increase conversion rates.

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Precise interpretation of advertising data is also critical

The advertisement is effective, and the advertising data is also critical. Many sellers start advertising a bunch of products when they first make Amazon, and then a advertising plan contains all products. This will only be counterproductive for the value of advertising. Therefore, in terms of advertising, the following points should be followed: